The document describes the results of a survey conducted with 50 students between ages 11-19 about their music preferences and consumption habits. The survey found that hip hop, R&B and pop were the most popular genres. Most respondents listened to music daily and watched music videos, being drawn by word of mouth, the artist, and music videos/images on websites. While few bought full albums, preferred prices were £5-15. Artists and music videos were cited as the most important and enticing parts of websites. The survey aimed to help tailor a music video and accompanying materials to 16-19 year old audiences.

1. SURVEY
RESULTS

2. What is your gender?
This diagram describes the gender
ratio of my survey sample
population. I distributed my survey
to 50 students at my Sixth Form
evenly between both genders in
order to gain equal feedback as my
products will both aim at young
males as well as young females. This
is effective as it helps me to
understand what both genders
expect to find in a music video and
Digi-pack. Doing this also allows me
to compare the answers of both
genders and see the difference in
their expectations.

3. What is your age?
I distributed my survey to 50 students
at my Sixth Form but also to younger
pupils in the years below. This
information gathered reflects the
feedback from all ages ranging
from pupils of year7, aged 11, to the
eldest pupils in year13, aged 19. This
information allows me to understand
who my product should be aimed
more towards, so I can base ideas
for my final product around what
my target audience want. My
findings presented the ages 16-19 as
the most popular, therefore I have
chosen to aim my music video at
people of this age group. Therefore,
the content of my music video can
be a lot more mature and does not
need to be censored. This also
means that attracting a larger
target audience will be a lot easier
as this age range tend to be more
interested and up to date with the
music industry.

4. What is your favourite music genre?
My findings show that HipHop,
R&B and Pop are the top three
music genres amongst my
sample population. Asking this
question has allowed me to
narrow down my genre choices
based on what my age range
enjoy listening to also then
allowing my group and I to
choose a song wisely based on
what my target audience will
want to hear and be interested
in. This is very helpful and also
gives me a clearer
understanding of which genres
are in decline amongst the
youth of today such as Rock
and Jazz.

5. How often do you listen to music?
Finding out how often my
targeted audience listens to
music is important as it allows me
to gain more knowledge on how
much music is involved in their
daily lives. The majority of my
feedback said they listened to
music everyday, meaning it is
something they encounter daily,
therefore in order to gain daily
views, my music video must
reach my audience’s
expectations.

6. Do you watch music videos?
From my feedback, I understand
that there is a large majority who
actually watch music videos, and
less than a quarter who do not.
Asking this question, allows me to
estimate the percentage of
viewers I should expect, if my final
product is successful.
In terms of reasons behind this, the
increase of digital media and the
rise in technology which has also
increased they ways in which
people can access music. For
example, sites such as YouTube
and Vevo have created apps to
widen their target audience. This
information then allows me to
consider making my final product
accessible through these apps.

7. What entices you to watch music videos?
The results for this question is
crucial to my market research as
this data will enable me to apply
the majority of votes to my final
product. It is clear from my
findings that both word of mouth
and the artist are the top
enticements of young people.
Therefore in order to gain a
wider target audience I must
understand what makes young
people want to watch music
videos. It was expected for the
artist to be a top enticement.
This will enable my group and I
to apply this feedback to our
final product, applying Dyer’s
Star Theory where the artist is
solely receiving the attention
from the camera.

8. Do you buy music albums?
The feedback from this question
allows me to use this information
and apply it to the creation of
the my group’s Digi-pack. My
findings show that the majority
of my target audience stated
‘no’, which suggests that the
increase of technology and
internet means that people are
downloading more, legally as
well as illegally. The rise is
technology and the web has
dominated the purchasing of
products; resulting to vast
closures of music companies
such as HMV.

9. If Yes, how much would you pay for an album?
As established, due to the
increase of downloading and
decrease in purchasing actual
albums, the small minority who
did say yes answered this
section. As shown on the
diagram, the majority said they
would spend between £5 and
£15. THis makes sense as the
average price for an album is
can go from £6.99 to £12.99
which is reasonable for the age
group of my target audience as
many must have an increasing
income. This will allow my group
and I to plan effectively a pric

10. What attracts you to buy a music album?
This question is important to my
market research as it gives me
an insight on what attracts the
young people of my target
audience into buying a music
album. As shown in my findings,
the artist is the biggest
attraction to buying a music
album which is expected as
young people generally
purchase their favoured artist’s
music. This feedback will help
my group and I when creating
our Digi-Pack as we will make
sure that the artist of the album
is clear, perhaps including their
name on the cover to highlight
their significance.

11. Do you visit any artists’ website?
The feedback shows that quite
a few people do visit artists’
websites, which is most likely
due to the increase in digital
media. The main purpose of the
website is to have the latest
news feed about making it
easier for fans to check up on
what their favourite artist is
doing and to also keep up to
date with any upcoming events
to do with this artist.

12. Which is the most significant feature that will entice you
into going on an artist’s website?
Asking this question, gives me
a better understanding of
what my target audience
expect to see, in order for me
to work around this feedback
and offer my target audience
the best pleasures. The
majority of responses said
that having music videos on
the website and images are
the most significant features.
Also, colour is another
significant feature, so to
please my target audience,
my group and I must decide
on appropriate colours to
attract both genders.

13. What is the most important thing that you would like to
see on an artist’s website? Asking this question allows me to
understand what my target
audience want to see on a website.
This information will help when
creating a website to accompany
my groups final products. It is unsure
whether we will be doing this or
creating a magazine but this
information is helpful for us know and
understand. A lot of these features
are crucial for a music website, and
the majority of responses said they
would like to see music videos, tour
dates, a fan club, a photo gallery
and gossip which is understandable
as they are all relevant to the artist.
This is a good idea for expanding
target audience for artists as it
entices fans to stay updated. My
group and I will definitely consider
this when producing our music video.